软饮料行业专题：头部品牌加码冰柜陈列提前布局形成渠道壁垒

Investment Rating - The industry investment rating is "Increase Holding" [4] Core Viewpoints - The report emphasizes that leading brands are increasing their investment in freezer displays to create channel barriers and enhance product visibility, which is crucial for instant consumption [6][10] - The rapid increase in freezer numbers by major brands like Nongfu Spring and Dongpeng has significantly boosted their sales performance, indicating a strong correlation between freezer investment and revenue growth [6][18] - The report suggests that the competitive landscape is shifting towards channel optimization and single-point sales enhancement rather than mere expansion of distribution networks [13][14] Summary by Sections Freezer Display and Instant Consumption - Freezer displays are driving instant consumption, with brands like Nongfu Spring increasing their freezer count from 360,000 in 2019 to approximately 800,000 in 2022, leading to substantial revenue growth in their ready-to-drink tea products [6][18] - Dongpeng's freezer count is projected to rise from 74,000 in 2022 to 300,000 by 2024, with corresponding sales revenue expected to increase by 32.42% and 40.63% in 2023 and 2024 respectively [6][18] Market Dynamics and Inventory Management - The report highlights that freezer displays facilitate inventory front-loading, allowing brands to manage stock more efficiently and reduce supply chain response times [6][23] - Each 100,000 freezers can hold inventory worth approximately 200 million yuan, which aids in rapid stock turnover and enhances sales dynamics [6][23] Competitive Landscape and Brand Strategies - Leading brands have established a stronghold in key terminal freezer points, making it challenging for new entrants to penetrate the market [37] - The report notes that major brands like Coca-Cola and Nongfu Spring have already secured significant market shares in urban areas, creating a competitive barrier for latecomers [37] Financial Implications and Accounting Practices - The report discusses two accounting methods for freezer expenses: Nongfu Spring uses a depreciation model, while Dongpeng accounts for these costs as current sales expenses [36][40] - The financial impact of freezer investments is evident, with Nongfu Spring's depreciation and amortization costs rising from 1.2% of total revenue in 2018 to 1.6% in 2019 due to increased freezer deployment [40] Investment Recommendations - The report recommends focusing on companies with early investments and substantial existing freezer stocks, specifically Nongfu Spring, Master Kong, and Dongpeng Beverage, which have shown significant results from their freezer strategies [38]